Forget Loyalty, Build Habits
Saturday, March 14
11:00AM - 12:00PM
Hyatt Regency Austin
Texas Ballroom 1
208 Barton Springs Rd
It's 7 am and your phone buzzes. You pick it up and, still sleepy, open one eye and then you... check Facebook. It's your morning habit.
The world's most successful brands are habit forming. Habits – behaviors so prevalent and frequent that they feel natural – can be a powerful source of brand building. When products and services are so well loved that they create repeated usage, they ultimately become habitual, second nature, and very hard to replace. Habits are the ultimate form of brand loyalty.
In the digital age, with persistent access to connected devices, sticky online experiences are uniquely poised to create a new wave of online habits. And this opportunity is open to digital and analog brands alike.
In this session we will explore online habits from a marketing perspective, analyze how the best digital experiences – from entertainment to games to e-commerce – become part of users’ routines; and summarize what lessons brand builders can apply to create a user habit.
Julep Beauty Inc
Leslie Feinzaig is a product manager, marketer and innovation strategist. In the course of her career she’s led strategy and execution for consumer tech products that touch the lives of millions. H...Show the rest
Leslie Feinzaig is a product manager, marketer and innovation strategist. In the course of her career she’s led strategy and execution for consumer tech products that touch the lives of millions. Her product expertise ranges from products at maturity (the MSN portal at its usage peak) to the very early stage (Kinect for Windows device and developer platform), and from pure experiential products (mobile games at Big Fish studios) to the online experience for consumer goods at Julep Beauty.
Prior to her time in tech, Leslie had a background in innovation strategy from her time at Innosight, a specialized consulting firm founded and led by Innovator’s Dilemma author Clayton Christensen. She has a BSc from the London School of Economics and an MBA from Harvard Business School.Hide the rest